A Midtown Sanctuary: Joe & The Juice Mural

Overall Creative blends city and nature, creating calm at Joe & The Juice on 6th Avenue.

For the Joe & The Juice location at 1185 6th Avenue, our in-house Overall Creative team combined strategic design, brand insight, and hands-on execution to create a mural that could momentarily slow the pulse of Midtown Manhattan. The goal was to explore abstract forms, gestures, and shapes that reflect the tension and balance between city and nature, industry and green space, all while staying true to Joe & The Juice’s vibrant, design-forward identity.

Joe & The Juice, a global lifestyle brand, is known for its fresh juices, sandwiches, and energetic cafes that combine healthy offerings with a strong visual identity. Founded in Copenhagen in 2002, the brand has expanded internationally while maintaining its focus on wellness, playfulness, and community, an ethos that guided our design approach.

The mural creates a visual exhale, a moment of calm in Midtown, where Central Park emerges as the heartbeat of the composition.

Color, Texture, and Atmosphere

Overall Production carefully mixed a palette that highlights the iconic Joe & The Juice pink while maintaining harmony across the wall. To elevate the flat color fields, Overall Creative introduced a subtle textured background, reminiscent of stone or industrial concrete. This adds depth and tactility, reinforcing the interplay between organic forms and the city’s raw architecture.

“We wanted the colors to feel lively while maintaining a smooth, cohesive, and visually engaging harmony,” says Shannon Peel, Creative Director.

Trust the Process

The mural was designed by Shannon Peel, our Creative Director, whose inspiration from a recent MoMA visit helped shape the design. Shannon translated that inspiration into a composition that balances abstraction, energy, and calm.

The first sketch presented an almost aerial perspective, suggesting buildings, trees, ponds, and abstracted city and nature forms. A large oval tied these elements together, guiding complex visual ideas into a cohesive composition. Bold shapes drew the eye and created movement, anchored by a grounded, stone-like background.

“The aerial perspective present a abstracted representations of city and nature,” Shannon adds.

By Round 3, fruit-inspired, organic shapes were introduced to align with Joe & The Juice’s identity. An enlarged apple shape reinforced the playful motif, while the circular running track subtly formed a “J,” connecting the mural to the brand.

“The fruit shapes and the hidden ‘J’ are playful discoveries that connect brand and place in a way that feels natural rather than forced,” says Shannon.

Iconography & Hidden Meaning

Throughout the mural, abstracted nods reference Central Park and its surrounding neighborhoods, rewarding closer looking while remaining cohesive:

1. Fruits & Organic Shapes: Broccoli, apple, citrus slices, blueberry, and pear

2. American Museum of Natural History: A symbol of learning and curiosity

3. Strawberry Fields: The John Lennon memorial, representing hope and peace

4. Circular Running Track: Movement, wellness, and daily ritual

5. Columbus Circle: A meeting point for many New Yorkers

6. Bike & Walking Paths: Arteries extending through the city

7. Playgrounds & Fields: Spaces of play, rest, and community

8. The Reservoir: A haven for wildlife

9. Central Park Bandshell: Reference to the park’s musical history

10. Harlem: A culturally artistic epicenter

Overall Creative intentionally embedded these elements to create a mural that rewards discovery while maintaining brand cohesion. The goal mirrors the feeling of Central Park, a sanctuary from Midtown chaos, offering Joe & The Juice customers a space to pause, refresh, and reconnect.

“We hope anyone walking in feels a moment of calm, walking in to refresh, refuel and reset.”

The Result

"Turned out so beautiful and exactly what we wanted in the very open brief, thank you for a great collaboration! We will definitely reach out next time we need a mural for a store in the US." - Joe and the Juice

This testimonial highlights how Overall Creative’s in-house design process, from concept to final execution, delivers a mural that reflects a client’s brand while transforming a commercial space into an experience.